Mobile Marketing Glossary

3G :: 3G is third-generation mobile technology that includes wide-area wireless voice and broadband wireless data, all in a mobile environment.
 
 
  Alerts :: Text or multimedia notifications containing time-sensitive information such as news, updates, weather that are pushed to opted-in mobile subscribers.
 
 
  Bluetooth :: A communication protocol that allows mobile phones with Bluetooth capabilities to send and receive information wirelessly over short distances.
 
 
  Click to Call :: A link on a mobile Web site (WAP site) that initiates a call from that phone to a phone number.
 
 
  CSC :: CSC is the abbreviation for common short code.
 
 
  End User :: A wireless subscriber.
 
 
  Keyword :: Keywords is an unique word (or number) assigned to customers who would like to offer their customers or friends the ability to join their group text messaging list from their own mobile phones. Frequently, the keyword will be the name of the business or something that is memorable. For example: Joe�s Italian Restaurant may choose �Joes� or even �pasta� as their Keyword.
 
 
  LBS (Location Based Services) :: Location-based services provide information to cell-phone subscribers based on their current location. For example, providing information on nearby restaurants.
 
 
  MMS :: Multimedia Messaging Service (MMS) is similar to SMS except MMS can include not just text, but also sound, images and video. MMS messages can even be sent from a mobile phone to an email address.
 
 
  Mobile Marketing :: Any activity that enables a company to communicate and actively engage with its customers via a mobile device.
 
 
  Mobile Originated (MO) :: An SMS or MMS message that was originated on a mobile phone.
 
 
  Mobile Search :: Initiating a search from a mobile device.
 
 
  Mobile Terminated (MT) :: A SMS message originated from another mobile phone or PC and sent to or �message terminated� to a mobile phone. The MT message would be viewed by the recipient in their text message 'Inbox'.
 
 
  Mobile Widget :: Widgets are applications that can be downloaded to your mobile phone and add some type of service or functionality.
 
 
  Opt-in :: Opt-in is a way of collecting mobile and Internet users' personal data and verifying that the subscribers intention and agreement to receive mobile messages. Within the opt-in context, user acceptance is necessary before any mobile marketing solicitation.
 
 
  Opt-out :: The process where the subscriber revokes their consent to receiving mobile messages. All mobile messages should contain instructions to Opt-out.
 
 
  Premium Content :: Content that incurs an additional charge beyond the standard text messaging charges. Normally applied to your phone bill these charges could be for ring tones, music, and other goods or services.
 
 
  Pull messaging :: Describes the process where a person initiates a request from his/her mobile phone.
 
 
  Push messaging :: Describes the mailing of information (SMS/MMS), directly on the consumer's mobile phone and under the condition that his/her acceptance has been given.
 
 
  Short Codes :: Text messages are sent through a Common Short Code (CSC), or short code. A short code is essentially an abbreviated phone number used for text (SMS) and multimedia (MMS) messaging. A mobile marketer registers a five or six digit number, or shortcode wh
 
 
  SMS :: Short Message Service (SMS) is the most extensively used text messaging channel. Know as �texting�, SMS allows text messages up to 160 characters. The system allows for short text messages to be sent from one cell phone to another cell phone or from a PC to another cell phone. Five trillion SMS messages were sent by four billion mobile users worldwide in 2009, and it continues to grow unabated.� Research estimates the volume of SMS messages will double to 10 trillion by 2013.
 
 
  Text Message :: A Text message is a short message that can be sent to and from a cellular phone or PC. When someone says text, texting, or SMS, or if you see TXT in print, all of these are referring to text messages.
 
 
  Viral Marketing :: A marketing technique that facilitates and encourages web sites or users to pass on a marketing message to other sites or users with the intent of creating exponential growth in the message�s viewership.
 
 
  WAP Site :: A Web site that is specifically designed and formatted to be viewed from a mobile phone.
 
 
  Wireless Application Protocol (WAP) :: An open international standard for applications that use wireless communication. Its principal application is to enable access to the Internet from a mobile phone or PDA. Mobile internet sites, or WAP sites, are websites written in, or dynamically converted to, WML (Wireless Markup Language) and accessed via the WAP browser.